Seeing Things Differently by Peter Fisk
Seeing things differently
A more insightful and inspired approach to innovation and growth.
Peter Fisk
Business has grown fat and lazy on the predictability of markets, dominated largely by communicating what exists to those who will listen. In recent years business has become more analytical, driven by databases and metrics. It has also become more intrusive of the customer, and less effective. Indeed in today's highly complex markets - where audiences have fragmented and competitive intensity has tripled, where consumers receive 1500 promotional stimuli every day and typically make decisions in 2.6 seconds - a more intelligent approach is required, to identify the best opportunities, to focus on what really matters. However today’s business also requires a more creative approach, to stand out from the crowd, to engage suspicious and promiscuous consumers, to sustain innovation which is not commoditised before it even reaches the market, and to exploit the emerging markets that will drive future cashflows.
Intelligent thinking of Einstein Google’s innovative business model for profitable search JetBlue’s niche focus creates a premium, low cost airline Microsoft rethinking its customer propositions from the outside in P&G gains new insights through customer collaboration Toyota’s Toyata’s lean thinking to work from the customer back eBay leverages the scale and power of online networking Dell’s direct personalisation and interactive supply chain Diageo’s balanced portfolio of profitable brands Cadbury’s disciplined metrics linked to economic profit Imaginative action of Picasso Apple’s market vision that redefines a whole industry Nike’s brand about you and your aspirations, rather than them 3M’s continuous innovation of concepts, products and markets Innocent’s storytelling with a passion for fresh thinking Jones Soda’s irreverence that makes it a cult brand Zara’s speed to market of its ready-made clothes Alessi’s aesthetic design combines function and
A more insightful and inspired approach to innovation and growth.
Peter Fisk
Business has grown fat and lazy on the predictability of markets, dominated largely by communicating what exists to those who will listen. In recent years business has become more analytical, driven by databases and metrics. It has also become more intrusive of the customer, and less effective. Indeed in today's highly complex markets - where audiences have fragmented and competitive intensity has tripled, where consumers receive 1500 promotional stimuli every day and typically make decisions in 2.6 seconds - a more intelligent approach is required, to identify the best opportunities, to focus on what really matters. However today’s business also requires a more creative approach, to stand out from the crowd, to engage suspicious and promiscuous consumers, to sustain innovation which is not commoditised before it even reaches the market, and to exploit the emerging markets that will drive future cashflows.
Intelligent thinking of Einstein Google’s innovative business model for profitable search JetBlue’s niche focus creates a premium, low cost airline Microsoft rethinking its customer propositions from the outside in P&G gains new insights through customer collaboration Toyota’s Toyata’s lean thinking to work from the customer back eBay leverages the scale and power of online networking Dell’s direct personalisation and interactive supply chain Diageo’s balanced portfolio of profitable brands Cadbury’s disciplined metrics linked to economic profit Imaginative action of Picasso Apple’s market vision that redefines a whole industry Nike’s brand about you and your aspirations, rather than them 3M’s continuous innovation of concepts, products and markets Innocent’s storytelling with a passion for fresh thinking Jones Soda’s irreverence that makes it a cult brand Zara’s speed to market of its ready-made clothes Alessi’s aesthetic design combines function and